As Hyundai prepares to launch the second generation of its more upscale models, the Korean automaker has hired premium product operations managers to oversee the sales, marketing and retail strategies for the Genesis sedan, Genesis Coupe and Equus.
Each of Hyundai’s five regions will have the new managers reporting directly to a senior group manager based out of the automaker’s Southern California headquarters. The group’s first task will be to identify premium best practices to be used at the dealerships that are authorized to sell the Equus. Currently, about 320 out of Hyundai’s 800 American dealerships are authorized.
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The group will work directly with dealerships to adopt those practices and help develop new premium sales, marketing, and customer service ideas. According to Hyundai Motor America CEO John Krafcik, the new structure is a major one for the automaker but reminded that it shouldn’t be interpreted as a step towards a new luxury brand.
“The realization was that these are different products and different demographics,” Krafcik said. “The thought was that we could do even better in focusing on premium and taking things to the next level with some focused people in the field.”
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